Lego announces first Victorian store

The first Lego store in Victoria will be in Westfield Doncaster, according to local rights-holder Alceon Group.

The announcement follows the opening of Lego stores in New South Wales, as well as the news that more stores will be opened across Queensland and New Zealand in 2019 – with South Australia and Western Australia in 2020.

“Victoria is home to one of the country’s largest Lego fan communities and, as a result, a strategic priority of our growth,” Alceon Group executive director Richard Facioni said.

“We look forward to unveiling a truly world-class retail experience at Westfield Doncaster, as the first of a number of Lego certified stores planned for Melbourne.”

Facioni said recently that the introduction of further stores in key locations would accelerate the reach of the retail concept, and build on the iconic Lego brand.

Alceon Group is an investment firm that is one of the biggest retail companies in Australia, following its acquisition of Specialty Fashion Group’s Katies, Millers, Autograph, Crossroads and Millers brands, James Packer’s Pretty Girl Fashion group and Pumpkin Patch.

The company also has a controlling stake in Noni B and recently acquired a stake in ethical fashion brand Ginger & Smart.